INTERNATIONAL. Travel retailer Aer Rianta International (ARI) has unveiled a global marketing campaign, Little Changes, Big Difference, which has been designed to help customers make more environmentally and socially conscious purchase decisions.
In the campaign – which is launching ahead of World Earth Day 2022 (this Friday 22 April) across its global estate – ARI has adopted clear, simple messaging to spotlight products and brands with sustainable USPs. In doing so, the retailer aims to remove the mystery from sustainable shopping and help to guide the customer on their purchasing journey.
From recyclable packaging to palm oil free concerns, ARI said its campaign places the power for positive change firmly into the hands of the customer, making it easier for them to choose products that make a big difference.
The Little Changes, Big Difference campaign is an integral part of ARI’s progressive Environmental, Social and Governance (ESG) five-year strategy, which has been updated to mirror the evolving changes in consumer behaviour as the retail world emerges from the global pandemic.
ARI said the campaign realises this corporate strategy to the everyday travel retail customer in a way that is “fun, interactive and adds value to their retail experience”.
The retailer highlighted recent consumer insights from m1nd-set on the importance of sustainability in travel retail which indicate that shoppers are increasingly concerned about sustainable living since the pandemic. According to the research, 75% of international passengers pay close attention to sustainability when shopping in duty free, while 71% prefer to purchase brands which proactively demonstrate social, ethical, and environmental values.
ARI Chief Operations and Business Development Officer Nuno Amaral said: “At ARI we are committed to conducting our business in a socially, ethically and environmentally responsible manner for our customers, partners and team.
“We have ambitious undertakings as part of our ESG strategy – including eliminating single-use plastics from ARI’s retail and office operations by the end of 2023 – and innovative marketing campaigns like Little Changes, Big Difference allow us to bring these commitments from the boardroom to the retail environment.”
Among the key areas incorporated by the Little Changes, Big Difference are: Certified Goodness – better for you, forest friendly and guaranteed greatness; Sustainability – sustainable cocoa, recyclable packaging and locally sourced; Dietary Preferences – organic, vegan friendly and meat-free; and Free From – sugar free, alcohol free and dairy free.
The omnichannel campaign sets out to engage customers across all available touchpoints, including in-store, on ARI’s ecommerce platforms and on social media.
In-store, brands and products will be heroed on high-impact promotion sites and gondolas, with prominent, colourful signage to highlight sustainable attributes. Digital screens will engage customers with animated content to explain the Little Changes, Big Difference campaign and spotlight key products and special offers. And point of sale displays will be built using sustainable materials.
Online, directional banners and a new bespoke campaign landing page introduced by ARI will allow shoppers to easily navigate their journey based on their individual preferences. Products can be filtered according to their sustainability claims, from ‘locally sourced’ to ‘vegan friendly’ to ‘refillable packaging’, giving the customer clear knowledge to make informed choices.
Pre-travel, passengers will also be engaged through paid social, and the use of QR codes throughout customer touchpoints makes for what ARI describes as “a truly integrated omnichannel experience”.
ARI Global Head of Marketing Laura Toner said: “We understand that customers want to make more environmentally conscious shopping decisions but at times may feel confused or overwhelmed. Our Little Changes, Big Difference campaign is giving a voice to the products that are best for everyone, from healthier food and beverage choices to sustainable packaging to ethical sourcing.
“We are offering our customers more power when it comes to conscious shopping through our clever use of creative messaging and storytelling.”
Examples of ARI’s broader ESG strategy
New carrier bags made from 100% recycled plastic are now used across all of ARI’s travel retail stores. These bags are both reusable and recyclable and offer all customers a more sustainable solution without compromising on quality and structural integrity.
In New Zealand, reusable cable ties for Shop and Collect parcels have been in place since February 2022 and customers are encouraged to purchase re-usable drinking bottles when availing of the complimentary drinking water.
In Canada, The Loop Duty Free International store in Montreal Airport launched the LXR Boutique to its retail offering in September 2021 – a vintage and pre-loved luxury retailer that specialises in authentic handbags and accessories. Mat & Nat, the premium vegan leather accessories brand, also launches at The Loop Duty Free International this year with a range of fashion-forward accessories made from recycled materials.
In Cyprus, sustainable gondolas are used for display and are made with 100% recovered wood from waste. Acrylic sheets are produced by using 100% recycled raw materials that can be recycled many times and printing on innovative backlit textiles uses 100% recycled PET plastic bottle waste. Since February 2022, all single use plastic bags have been replaced by quality paper bags alongside the existing reusable bags.
In support of Bahrain Duty Free’s ESG initiatives, its team collaborated with the Clean Up Bahrain charity and joined a beach clean-up activity at Askar beach. In addition, Bahrain Duty Free has also contributed to supporting the national afforestation campaign, Forever Green, committed to planting over 50,000 trees across 27 sites in a bid to reduce the effects of climate change.
In Dublin, customers can avail of a dedicated range of products and brands that champion a sustainable future. The ‘Refresh, Recycle’ water initiative offers passengers fresh, locally sourced Irish spring water in bottles made from recycled plastic. For children, there is also Eco Nation, a soft and cuddly range of plush animals, each made from approximately 8 x 500ml recycled plastic bottles.
